Gucci

Gen Z Redefines What Makes a Brand Iconic

A new study, Icons in Flux, commissioned by GentleForces with data partner Walr and surveying 3,000 adults in the UK and USA, finds younger audiences—especially Gen Z—define 'iconic' as participatory, fast-changing and often the result of viral moments. Key findings include that 50% of 18-24-year-olds have stripped a brand of iconic status for being 'too safe', 65% of younger respondents say a single viral moment can make a brand iconic, and 64% believe iconic status can be achieved in under a year. The report argues brands must embrace cultural co-creation and community-led approaches while balancing heritage to remain relevant.

When does an AI-generated ad become 'slop'?

Julie Seal, founder of Republic of Imagination, describes producing a social video campaign created entirely with AI for an unnamed Japanese FMCG brand and reflects on whether fully AI-made work risks becoming low-quality 'AI slop.' She argues AI is an instrument that can accelerate production but cannot replace creative judgement, and that quality depends on human direction, craft and the visible 'trace of caring.' Seal also notes persistent technical limits in AI video (accents, character consistency), recommends keeping records of how AI-generated work is conceived and assembled, and cites an AI-generated definition of 'AI slop' as "Low-effort, generic AI-generated content." The piece is an opinionated exploration of creative standards as AI scales production.

Publicis Raises Guidance; Sadoun Urges Investment Over Cuts

Publicis Groupe upgraded its full-year organic growth forecast after reporting 4.8% organic net revenue growth in Q2 and a record first-half headline operating margin of 17.5%. CEO Arthur Sadoun said the group is prioritizing hiring and acquisitions — adding a net 2,385 jobs in AI-powered marketing services during H1 — rather than cutting staff or buying back shares, arguing clients prefer partners that invest in talent and capabilities. Publicis highlighted growth in connected media and AI-supported creative services while its Technology practice declined amid delayed transformation projects. The company has made multiple acquisitions in 2026, including agreeing to buy LiveRamp for an enterprise value of $2.2bn (subject to regulatory approval), and cited major new-business wins such as Microsoft, HP, Gucci and Balenciaga.